Ghanaian software engineer and solutions architect, Solomon Appier-Sign, has highlighted the challenges of establishing a local digital platform for creatives in Ghana. In response to the New Patriotic Party’s (NPP) commitment to create an online streaming platform for musicians and other creatives, Appier-Sign discussed the complexities of this initiative during an interview on Joy FM’s Showbiz A-Z with Kwame Dadzie.
He acknowledged the potential for job creation through a local platform, emphasizing the abundance of talent in Ghana. However, he cautioned that competition from foreign digital platforms poses a significant hurdle to the success of any local initiative.
“It’s a good thing. If it is going to be local, that is job creation. My experience in this space has shown that there are many talented individuals in Ghana, and even companies from abroad are looking to engage them. This will certainly aid in job creation. However, competition will hinder the survival of these platforms,” he explained.
To make the local platform viable, Appier-Sign proposed that the government should consider measures to limit the influence of foreign digital services in Ghana.
“If we truly want our own version of these platforms to succeed, we may have to reduce or block foreign competitors. I’ve encountered situations in other countries where streaming Ghanaian music was impossible. For instance, I tried to post videos featuring songs by Sarkodie and Shatta Wale, but they were unavailable on the platform. Blocking these services isn’t unprecedented; it’s been done elsewhere successfully. This is about protecting our market,” he remarked.
He further noted that it would be challenging for Ghanaians accustomed to high-quality services from established foreign platforms to transition to a new local service.
“If I’ve been using a well-known platform for years, why would I abandon it for a new one, even if it’s free? The data and history I’ve built on the old platform make it difficult to switch. If we want this initiative to succeed, we must actively protect our space and consider partnerships or block certain applications to mitigate the fierce competition,” Appier-Sign stated.
In its 2020 manifesto, the New Patriotic Party pledged to “build a digital platform for artists to make their products available to the global market.” This commitment was reiterated in the party’s 2024 manifesto, which promises to “establish, in partnership with the private sector, a streaming and digital management platform for Ghanaian content developers in the creative arts.”
When questioned about the unfulfilled promise after the NPP’s victory in 2020, the Deputy Minister of Tourism, Arts, and Culture, Mark Okraku-Mantey, explained during Joy FM’s Manifesto Debate on Creative Economy that subsequent research indicated there was not a viable market at that time.
He stated, “We are looking at a platform that encompasses audio, images, videos, and sellable products in the arts. This will enable individuals to sell globally from here. It’s important to note that this is not solely a public service initiative; we will collaborate with the private sector to make it happen. We’ve received offers and are continuously monitoring the situation.
Top communication companies like MTN and Airtel have attempted similar ventures, such as MTN Play and Deezer, but have faced their own challenges. We need to keep assessing the market to determine viability, and when we see a green light, we will move forward with the private sector,” he added.
When asked why the party included this promise in their manifesto despite these challenges, he responded, “Manifestos are not cast in stone.”
